Serge Primeau has been an active actor of the hotel industry for close to 40 years. While is career started on the Sales and Marketing side acting as Director of Sales and Marketing for major Resorts, he quickly moved to operation moving to a General Manager’s role for a few properties.

He joined Urgo Hotels and Resorts in 1997, acting as General Manager of the Marriott Residence Inn in Mont-Tremblant Resort while becoming Vice-president of Canadian operations. He has actively led the development of Urgo Hotels’ portfolio in Canada by developing, opening and taking over more than 18 hotels over the course of 20 years. He led for two decades a group of highly successful hotels and market leaders of the Marriott, Hilton full service and select service brands as well as some independent hotels and continues to be active in the development of other opportunities. He has been a Board member of the Tremblant Resort Association and has sat on numerous other advisory Boards and Committees for international brands and tourism destination. He has a wide knowledge of condo hotels and fractional ownership like products involving a variety of stakeholders.

He acted for many years as Vice President of Operation, Development and Finance for the growing Canadian portfolio of hotels and was appointed in 2021 President and Managing Partner of Urgo Hotels Canada. After the merger with HHM Hotels in 2022, he continued to act as the Managing Partner for the Canadian hotel division up to 2024 where he stepped aside from operation. He now acts as Senior Consultant for the company. He also founded SPBL Hotels in 2021, a company involved in the development and acquisition of hotels and acts as their President. Recent acquisition and development include the Hampton-Homewood Suites downtown Montreal, Marriott Quebec City downtown and the recent development of Alpinn Bromont, a Residence Inn hotel and condo project at the base of the Bromont mountain.